Elara Care Content Marketing
675% increase in organic traffic
Average position increased 17 spots
The Client:
Elara Care, a female empowerment company and cycle syncing app.
Elara Care, is building solutions that support women through every cycle, life stage, and goal. Starting with a cycle syncing app, b2b workshops, and expert training, Elara is empowering women to thrive every step of the way.
The Goal:
Help women to understand their health.
Elara Care are dedicated to supporting women to understand their health and so their north star goal is to become a resource hub for women’s health.
The Strategy:
Build up topic clusters and strong categorisation.
As a startup with no authority, we knew a strong structure was needed to stand the site in good stead for the future and so we created category hubs to house wider topics and then drilled down within these.
From here we worked on more specific topics and covered both high search volume, high competition, and low search-volume, long-tail terms. Typically, if you’re a small site just starting out in the space, you’d predominantly focus on long-tail terms as traffic for these will slowly snowball into more traffic and authority, allowing you to target higher competition terms.
However, we knew women would likely do more research than looking at one article and would look around the site for more information. Because of this, it was decided that we would also create content around the most common questions despite the fact that there was high competition, as we knew we wanted to build up to competing for these terms, and if women landed on a different page first, we wanted to make sure we could answer questions they were likely to have. We also focused on long-tail terms to start snow-balling traffic.
However, we didn’t rely just on search demand, we worked with Elara Care, who have a huge amount of knowledge in the space, to properly understand the audience and questions they might have so we could also expand on this.
Furthermore, having strong categorisation and delving into the topic at all levels allowed for great inlinking within and between topics.
The Results:
As a result of strong categorisation, building up a knowledge hub and great inlinking, Elara Care received a massive 675% increase in traffic year over year, meaning they now reach tens of thousands of people each month through organic search and their average position improved on average by 17 spots.
675% increase in organic traffic
Average position improved 17 spots